TLC Performance/Schedule Analysis - November 2008

Author:
Publish date:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 20, 2008)

TARGET DEMOGRAPHIC:

Adults 28-42 "in the midst of major life transitions - getting married, first home, having children."  This month, again, TLC hit the high end of that projection...slightly older than last month.

NOVEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

KIDS BY THE DOZEN, JON & KATE PLUS 8, LITTLE PEOPLE, BIG WORLD, 17 KIDS AND COUNTING, MY SHOCKING STORY, MYSTERY DIAGNOSIS, DR. G MEDICAL EXAMINER, OVERHAULIN', AMERICAN CHOPPER, WHAT NOT TO WEAR.

SCHEDULING STRATEGIES:

TLC's been pretty consistent with their strategy over the past few months and it's been paying off with small gains year-to-year.  JON & KATE PLUS 8 is still a ratings dynamo and has helped spawn many specials and series about large and unusual families.

PROGRAM/SCHEDULE CHANGES:

OCTOBER-NOVEMBER 2008:

-Tuesdays at 8pm-MY SHOCKING STORY
-Thursdays at 8pm-AMERICAN CHOPPER
-Saturdays at 8pm-17 KIDS AND COUNTING

PREMIERES:

**I DIDN'T KNOW I WAS PREGNANT - November 2, 8pm.
**PURITY BALLS - November 2, 9pm.
**THE WOMAN WITH GIANT LEGS - November 9, 8pm.
**HALF TON MOM - November 16, 8pm.
**HALF TON DAD - November 16, 9pm.   
**FORBIDDEN LOVE: POLYGAMY - November 16, 10pm.
**GIRL WHO NEVER GREW - November 23, 8pm.
**TWINS, TWINS AND SEXTUPLETS - November 24, 10pm.

FINALES:


**17 KIDS AND COUNTING - November 10, 10pm.

NOVEMBER AND BEYOND:

PREMIERES:

**MISS AMERICA: COUNTDOWN TO THE CROWN - January 2, 10pm.
**10 YEARS YOUNGER (New Season) - January 3, 2009. 
**MY FIRST HOME - January 3, 9pm.
**PERSONAL JUSTICE - January 7, 10pm.
**SAW FOR HIRE - January 15, 9pm.
**MISS AMERICA PAGEANT (LIVE) - January 24, 8pm.
**NASCAR WIVES - January 24, 10pm.
** A VERY DUGGAR WEDDING - January 25, 9pm.
**SAY YES TO THE DRESS:  ULTIMATE WEDDING EDITION - January 25, 10pm.
**STREET CUSTOMS ( New Season) - February 5, 9pm.
**HELI-LOGGERS - February 5, 10pm.
** WORLD'S HEAVIEST MAN GETS MARRIED - February 15, 8pm.

YEAR AGO/BIG PICTURE

Last year, TLC was all about the Roloff's (LITTLE PEOPLE, BIG WORLD), WHAT NOT TO WEAR and had a solid core of Property Shows.  This year, the Roloff's have lots of help with the Gosselins and Duggars (JON & KATE PLUS 8 and 17 KIDS AND COUNTING).  Property shows are in steep decline all over over cable. Medical anomalies are now solid contributors while WHAT NOT TO WEAR is worn down.


NOVEMBER 2008 PRIMETIME RATING ANALYSIS:

The good news for TLC is that they are on an upward ratings trajectory (albeit a slow one at 6% Household and 3% in P25-54) from last year.  Three nights are up and three are down versus last year. LITTLE PEOPLE, BIG WORLD has had a strong outing in its new season and has helped relieve the pressure on JON & KATE PLUS 8's play count.

Mondays are up 36% in Households and 40% in the P18-49 demo.  The Roloff, Gosselin and Duggar families all come out to play on Monday nights and lead to a ratings bonanza for TLC.

Tuesdays continue their declining trend.  The night is down 8% in Households but 39% in the P18-49 demo.  The Medical anomaly/forensic themed night has begun to stabilize the households but the demos are still in steep decline.

Wednesdays are up 15% in Households and 20% in the P18-49 demo (driven by Women 18-49 with 54% gains).  JON & KATE PLUS 8 continues to grow the night for yet another month.

Thursdays are up 18% in Households and 11% in the P18-49 demo (driven by a 53% gain in women 18-49).  LA INK is the strongest show for delivering women and was helped by a Thanksgiving night stack of JON & KATE PLUS 8.

Fridays are down 28% in Households and 38% in the P18-49 demo.  REAL SIMPLE, REAL LIFE was a very poor lead-in, forcing a 300%+ growth for WHAT NOT TO WEAR.

Saturdays are down 29% in Households and 24% in the P18-49 demo from last year.  17 KIDS AND COUNTING (the Duggars) moved into 8pm and delivered the highest ratings of the night all month.

Sundays are up a whopping 43% in Households and 29% in the P18-49 demo against last year ( driven by a 52% gain in Women 18-49).  Medical anomalies and one-offs like I DIDN'T KNOW I WAS PREGNANT and PURITY BALLS drove the strong female viewer growth.

PROGRAM ACQUISITIONS:


None announced.

PROGRAM RENEWALS:

STREET CUSTOMS, AMERICAN CHOPPER; RIDES;  LITTLE PEOPLE, BIG WORLD; JON & KATE + 8;  LA INK; WHAT NOT TO WEAR; TRADING SPACES; FLIP THAT HOUSE; SAY YES TO THE DRESS

PROGRAM CANCELLATIONS:

MIAMI INKADDITIONAL SHOWS CURRENTLY AIRING:

A BABY STORY, DINNER TAKES ALL,  HOME MADE SIMPLE, HOUSE OF TINY TERRORS, TEN YEARS YOUNGER, SPORTS DISASTERS, TAKE HOME CHEF, MOVIN' UP, ONE WEEK TO SAVE YOUR MARRIAGE, HONEY WE'RE KILLING THE KIDS!,  BACKYARD NATION, I'VE GOT NOTHING TO WEAR; RIDES; MARRIAGE CAMP; DIAGNOSIS X; LOTTERY CHANGED MY LIFE; FASHIONABLY LATE WITH STACY LONDON.

Related